Abstract

MARTINS, João Carlos. Citizen Facebook: The Strategic Communication of Local Power in Social Media. OBS* [online]. 2020, vol.14, n.3, pp.79-97.  Epub Feb 15, 2022. ISSN 1646-5954.  https://doi.org/10.15847/obsobs14320201643.

Local power requires a differentiated communicational analysis with strategies appropriate to its context in the immediate scenario which social networks impose on those who engage in proximity governance. In this sense, this exploratory case study arises from an interest in communication as a tool for strategic and political operationalization, at the level of the preliminary diagnosis on digital communication within the Lisbon local government between November 2017 and May 2019. The objective has been to analyse digital data taken from the official Facebook pages of the 24 Local Councils and cross-referencing them with voter turnout data and, in a descriptive analysis of the information gathered, to arrive at an initial interpretation of the evolution of the performance and degree of involvement of electors and voters in digital municipal communication in Lisbon.

Keywords : Strategic Communication; Political Communication; Local Government; Digital Politics; Social Media..

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